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Public Relations for Game Developers
Helping the Press Help You In addition to providing concise, accurate information about newsworthy events during the development of a title, there are a few simple things that will aid you in being a helpful news source instead of an obstacle to acquiring clear information. The most important of these is being familiar with the different publications. Different game sites and publications have different styles, cover different genres, and look for different kinds of information. Some sites thrive on interviews and diaries from the development team whereas others strive to provide the most screenshots and demos. You cherish your game, you’ve built it from the ground up and you want it to receive individualized attention and consideration. So do these media outlets. If you make a PC game, don’t send a press announcement to a console-only site. It’s a waste of time and, chances are, the reply will not be favorable. You’ll likely be remembered when you have a title in the future that is appropriate for that site and the game will not receive the attention it deserves. Also, make certain that you know of deadlines specific to different publications and sites. It will help if you know when the editors add news to their sites and when they need to have features and interviews done in order to get them posted. Print publications generally print their deadlines and print schedules to aid contributors in providing timely, appropriate information. Some degree of foresight is necessary when sending information to print media as their publications generally lag a month to six weeks. Providing the name and contact details of one or two key people who can interact with the press throughout the development process will allow a consistent flow of information and an easily accessible point of contact for the editor. Using Your Website as a Press Resource Maximize your company’s website by making contact information clear and providing fresh information and development updates. Constantly updating the information about your title allows the press to track your progress and issue your news at their leisure. Creating a section of your website exclusively for the press is also beneficial. The press section can provide art, screenshots, and interview opportunities that merit attention, but are not significant enough to send out individual press releases. The press section should also reiterate contact information for the press liaison such that if someone loses pertinent numbers or email addresses, they know where to find them. Keeping an archive of issued news and a schedule for developments in the title’s creation helps editors gauge when follow-ups should be done and when they should look for additional information on your title. The developer’s website should be the primary source of information on the game’s development. The website needs to have clear links and efficient organization so that needed information is easily retrieved. Supplying the website link on all correspondence will build traffic to the site and aid editors in collecting the materials they need to keep their audience informed. Providing a list of fansites for your game allows people to further explore your title and the following behind it. Including the Press in Promotional EventsPromoting the game can easily become an extension of creating it. The momentum a good game achieves during the final months of its creation (when the light at the end of the tunnel is visible) is enthralling. An excellent way to enhance that momentum and build excitement with the press and the consumer is to invite the press to promotional events. If the development team hits a snag and release will be delayed or if everything is going rather smoothly and the title is going gold master, be open for interviews. Invite the press to the studio to see the development process themselves. Invite them to preview and review the game at different stages. Provide occasional updates in a developer’s diary. Challenge editors to duels and competitions in the game. Nothing is as challenging as trying to beat the developer at his own game. You will become familiar with the editors, what they look for, how they write, their deadlines and preferences, and will include them in promoting your title. More importantly, you can build relationships with other people who share your one true love – games. ________________________________________________________ |
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Features
